So, what is a community?
Updated: Jan 15
There are multiple answers to this question — it can be a group of people with common interest, belief or values, just as it might be a group of people living in the same space. There is no universal answer and this ambiguity is what makes it such a flexible and useful concept to work within your business endeavors.
Community may seem like a pretty recent discovery as it has become a topic of discussion not that long ago but in fact, community is as old as the hills and it has existed since the first humans walked the earth. Communities have one beautiful effect and that is a feeling of a trusted and safe environment where people can participate socially and talk to people with similar interests in a similar “language”.
Their voice can be heard. And that is why communities are more important than ever. People feel lonely in this technologically super-connected world and communities help them change that, they create a sense of belonging.
From a psychological point of view, the sense of belonging is what makes human life worth living. So communities are primarily about relationships, not just about sharing content on social media as many people think.
Okay, but why are communities so important for the business world? First of all, a community gives your company a competitive advantage. The business objectives are varied — brand awareness, relevant and truthful feedback on your product or service, better customer experience, retention, increase of sales.
Second of all, business shapes the environment and society. If you implement community building in your business strategy you get a powerful combination thanks to which you can lead the world towards better tomorrows and achieve a positive impact.
As Romain Aubert wrote in his article:
“Community is an asset. Your community is your asset.
Quick copy/paste from Oxford dictionary: “An asset is an economic resource. Anything tangible or intangible that can be owned or controlled to produce value and that is held by a company to produce positive economic value is an asset. Simply stated, assets represent value of ownership that can be converted into cash.”
Remember that building a community is all about caring for your members and trying new things to keep them engaged. Do not hesitate to build your own community and don’t give up if something does not go as expected. Building community is one of the most powerful ways to change the world we live in. Are you up for it?
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